Beer brand Heineken has launched the Boring Mode app, which aims to restore the authentic dance floor experience by temporarily disabling a phone’s most distracting features.
According to EDM.com, Heineken’s research indicates that 60% of Gen Z and Millennial smartphone users across the UK, US, and Netherlands believe they’d enjoy concerts more if they could disconnect from their devices. An even more concerning stat is that 55% of respondents admitted to prioritising capturing footage of a performance over being in the moment – even though 13% said they rarely watch back the videos they record.
Heineken is tackling this issue head-on. Earlier this year, they debuted the physical Boring Phone – a device that doesn’t connect to the internet and has a clear case tinted the colour of a Heineken bottle. The phone was a hit, with over 70,000 people trying to get their hands on one.
Now, the brand is expanding the concept with the Boring Mode app. The app can turn any phone into a “dumb phone” of sorts, disabling apps, notifications, and camera functions to help users focus on the live experience. A proof-of-concept was recently tested at Amsterdam Dance Event, where fans attempting to film a DJ set were met with an infrared message encouraging them to “turn their smartphones boring.”
Writing for EDM.com, Jason Heffler observed, “In today’s war between FOMO and flow state, excessive smartphone usage is entrenched as one of the most contentious flashpoints in the global electronic dance music scene.” Heineken’s approach offers a middle ground – voluntary disconnection without completely banning devices.
Renowned Scottish DJ and producer Barry Can’t Swim has enthusiastically backed Heineken’s tool. “The Boring Mode app is a great way to help people be more present and engaged at live events,” he said. “It’s about finding that balance between enjoying the moment and sharing it with others.”
Heineken’s marketing reflects a broader trend of increased demand for in-person experiences following the pandemic. Alcohol brands have seized the opportunity to connect with consumers at festivals and other live events. Experiential marketing spending has reportedly surpassed pre-pandemic levels and is projected to rise 10.5% compared to 2023.
By centring its brand identity around the idea of taking time to connect, Heineken is positioning itself to win over consumers. After a 5.5% year-over-year drop in Q3 sales, the beer brand is likely hoping the Boring Mode app and other experience-focused initiatives will help turn things around.
